Pringles’ Super Bowl campaign stacks up
Driving ad engagement rates and cost efﬁciencies on game day
- Build brand awareness by leveraging the high engagement and ratings associated with the Super Bowl
- Complement TV advertising investment with social to efﬁciently continue the conversation about Pringles
- Exceed reach and ad engagement benchmarks developed based on the 2018 Super Bowl campaign performance
- Launch a War Room for Pringles to provide real-time updates on performance and activate against campaign recommendations
- Leverage Amobee’s audience planning tools to monitor content engagement spikes, related keywords and hashtags
- Automate social campaigns inclusive of Facebook, Instagram and Twitter to complement TV advertising during to drive brand awareness and ad engagement rates
Unique users reached
Ad engagement rate increase
Impressions efficiency increase
To capitalize on social media trends during the Super Bowl, Pringles–after making its debut the year before with the concept of Flavor Stacking–returned to TV advertising to launch its Sad Device campaign. Amobee joined Kellogg, Starcom and Grey in a live game day War Room for the second consecutive year to provide in-the-moment activations, optimizations and recommendations.
Kellogg tasked Amobee with achieving reach and engagement rates that surpassed historical performance benchmarks from 2018, requiring a minimum of 4 million impressions in order to execute an efﬁcient measurement read.
Amobee’s Audience Planning tools assisted Kellogg in capturing key trends throughout the game in the War Room, yielding higher engagement velocity versus standard terms and audience segment CPMs that were 38% below the campaign average. Kellogg surpassed reach goals by 35% and achieved 144% ad engagement rates that were above benchmark.